Swoope says the research included thousands of interviews, surveys and focus groups - all of which found that Americans have a fuzzy idea about Florida's business climate.

So the state wants to play up its advantages: no personal income tax, a strong workforce and a good geographic position for global trade.

Swoope says the business brand tries to build on Florida's strong tourism image.

"You don't run from your past. We love our culture. That's why we live here. We love the beaches. We love the environment. We love the sun. So embrace that and use it also to say there's not only a perfect climate for quality of life, but there's a perfect climate for business."

Florida paid North Star Destination Strategies of Tennessee $205,000 to conduct research for the project. Another initial payment of $180,000 goes to Jacksonville-based On Ideas for brand design and campaign strategy.

Swoope says a lot of people work year-round to visit Florida. So he says they ought to consider moving to the Sunshine State to start a company because the business climate is just as good.